Download Designing the Message

Marketing
Communication
Promotion
Communicating and Promoting
Image and brand building
 Advertising
 Public relations
 Sales promotion
 Direct marketing
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Image Building and Brand
Identity
Attracts attention
 Builds familiarity and trust
 Conveys a promise
 Conveys expectation of benefit
 Attracts people to the museum
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Advertising
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Paid form of nonpersonal presentation
and promotion of
 products,
 services,
 ideas,
 persons,
or
 organizations
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by an identified sponsor.
Advertising can add value
 Institutional
advertising
 Product advertising
 Classified advertising
 Promotional advertising
Advantages
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High level of control
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over the message content
 over the choice of the medium
 substantial control over the scheduling of the message
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Allows to repeat a message
It lets the receiver compare the messages of various competitors
Says something positive about the advertising organization
Advertising is expressive,
Dramatizes its products through the artful use of print, sound, and
color
Advertising can reach masses of geographically spread out people
at a relatively low cost per exposure
Shortcomings
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It reaches many people quickly, but it is impersonal.
It cannot be as persuasive as a personal communication
It reaches far beyond an organization's targeted
audiences
Advertising carries on only a one-way communication
Audience does not feel that it has to pay attention or
respond
Advertising also can be costly
Difficult to assess the actual impact of paid media
Feedback is usually delayed
Other factors can affect consumer response
Steps of Effective Advertising
Program
Setting the advertising objectives
 Deciding on the advertising budget
 Designing the message
 Deciding on the media
 Deciding on media timing
 Evaluating advertising effectiveness
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Setting the Advertising
Objectives
The target
 The position
 Response desired
 Time horizon
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Stages and Objectives
Awareness
 Knowledge
 Liking
 Preference
 Intention
 Purchase
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Advertising Budget
Objective-and-task approach
 Affordable method
 Percentage-of-sales method
 Competitive-parity method
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Designing the Message
Capture attention
 Hold interest
 Arouse desire
 Elicit action
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Rules for Effective Ads
Strong
 Single theme
 Simple language
 Leave a picture in the viewer's or listener's
mind
 End dramatically
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Formulating the Appeal
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Appeal
Theme
Idea
Unique selling proposition
Capture a person's attention
Offer reasons why person should respond
Motivate person to respond in desired ways
Formulating the Message
What to say (message content)
 How to say it (message structure)
 How to say it symbolically and
imaginatively (message format)
 Who should say it (message source)
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Appeals
Rational (directed at a person's selfinterest)
 Emotional (emphasizing such feelings as
desire, nostalgia, or pride)
 Moral (reinforcing a person's sense of
what is right and proper)
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Choosing the Execution Style
Slice of life
 Lifestyle
 Fantasy
 Mood or image
 Evidence of expertise
 Testimonial
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Designing Print Ads
Logo
 Picture
 Headline
 Copy
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are important, in that order.
Designing Radio Ads
Name
 Addressing one person alone
 Only one message
 Deadline
 Repeat
 Ending
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Deciding on the Media
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Choosing media categories
 newspapers,
television, direct mail, radio,
magazines, and outdoor advertising
Choosing specific vehicles
 Scheduling
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Media Categories
should be examined for their capacity to deliver:
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Reach is the number of different persons or
households exposed to a particular message at
least once during a specified time period.
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Frequency is the number of times within the
specified time period that an average person or
household is exposed to the message.
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Impact is the qualitative value of an exposure
and the fit with a target audience.
Strengths and Weaknesses of
Television
Strengths
 High impact
 Audience selectivity
 Schedule when needed
 Fast awareness
 Sponsorship availability
 Merchandising possible
Weaknesses
 High production costs
 Uneven delivery by
market
 Up-front commitments
required
Strengths and Weaknesses of
Radio
Strengths
 Low cost per contact
 Cheap transmission
 Audience selectivity
 Schedule when needed
 Length can vary
 Personalities available
 Tailor weight to market
 Address people both nationally
and locally
 Actual
 Can be changed
Weaknesses
 Nonintrusive medium
 Audience per spot small
 No visual impact
 High total cost for good reach
 Clutter within spot markets
Strengths and Weaknesses of
Magazines
Strengths
 Audience selectivity
 Editorial association
 Long life
 Large audience per insert
 Excellent color
 Minimal waste
 Merchandising possible
Weaknesses
 Long lead time needed
 Readership accumulates
slowly
 Uneven delivery by
market
 Cost premiums for
original or demographic
editions
Strengths and Weaknesses of
Newspapers
Strengths
 Large audience
 Immediate reach
 Short lead time
 Market flexibility
 Good upscale
coverage
Weaknesses
 Difficult to target
narrowly
Strengths and Weaknesses of
Posters, Billboards
Strengths
 High reach
 High frequency of
exposure
 Minimal waste
 Can localize
 Immediate registration
 Flexible scheduling
Weaknesses
 Posters have only local
impact
Media Timing
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Macroscheduling
 cyclical
 seasonal
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Microscheduling
 Burst
advertising
 Continuous advertising
 Intermittent advertising
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Flighting
Pulsing
Public Relations
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Unpaid promotion
The task of public relations is to
 form,
 maintain, or change public attitudes
 toward the organization or its products,
 attitudes that in turn will influence behavior
PR Categories
 Image
PR
 Routine PR
 Crisis PR
Tools of PR - Events
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Events are planned happenings that aim to communicate
or deliver something to target audiences
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press conferences
grand openings
public tours
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sponsor events, programs, including
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exhibition openings
art fairs
art competitions
Community Relations
Identify local opinion leaders
 Make museum facilities available for
community events
 Tours for local residents
 Host special community events
 Educational programs
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Tips for Working with the Media
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Do advance planning.
Prioritize the events and issues that best meet the organization's
goals.
Know the media
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read,
watch,
listen
and become familiar with
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style,
orientation,
strengths, and
 limitations
Body Copy
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Include all the critical information (the who, what, when,
where, and why) in the lead or opening paragraph,
then move through the rest in descending levels of
importance,
concluding with the least essential points in the shortest
paragraphs at the end.
This structure is helpful to copyeditors, who, when
pressed for space, can simply cut copy from the
bottom, assured that the crucial information will
remain intact.
Advantages of Direct Marketing
Prospect selectivity
 Personalization
 Relationship building
 Timing
 Attention
 Research opportunities
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Sales Promotion